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Published 14 June 2012 09:54, Updated 15 June 2012 03:43
How close you are to the people you connect with on social media matters far more than how many people you know when it comes to influencing opinions, Crowdtap says. Source: Mashable
Forget Klout scores, real influence in social media comes from close-knit groups of family and friends, a new study suggests.
Influence marketing outfit Crowdtap reckons businesses are better off trying to tap into legion small networks of friends than angling to piggyback on so-called “uber influencers” when it comes to hawking their wares on Facebook, Twitter or other social sites.
The key, Crowdtap says, is something marketers have long known – word-of-mouth is the most powerful way to spread a message.
“As the true power of influencing purchasing decisions comes from a person’s close family, friends and peers, a focus on peer influence presents the most viable opportunity for marketers,” according to the study.
“It can be tempting to go after Social Broadcasters [people with very large social networks] due to their great number of followers or high Klout scores but as real influence is truly tied to close networks, these broadcasters are limited in number and attention.”
Crowdtap lists five key points for people hoping to tap into influence marketing on social media:
Via Mashable, Crowdtap also provides a graphic that illustrates just how powerful peer influence is in social media.